There is evidence of a spike in video consumption via connected devices such as computers, tablets and mobile devices across many Southeast Asia markets, especially Vietnam. Photo credit: Vietnam News Agency

While television maintains its foothold as the platform chosen by majority of viewers in Vietnam, burgeoning mobile device ownership is fueling demand across the country for digital content, a new survey says.

According to the Global Digital Landscape Report issued Wednesday by Nielsen, questioned people appreciate the convenience and portability of mobile devices.

Although watching movies, drama, news and comedies on televisions are preferable by consumers across the region, up to 62 percent of Vietnamese watch movies on a computer, compared to 47 percent globally.

Nielsen has found that a further 30 percent of Vietnamese watch movies on a mobile phone compared to just 16 percent globally. Vietnam, the Philippines, Singapore and Thailand all rank in the top 10 countries when it comes to watching movies on a tablet, with 22-26 percent viewership compared to 17 percent globally.

It is not clear whether the respondents in the survey download their movies legally. The piracy rate of digital content in Vietnam is believed to be among the world's highest.

'Always on'

The report also highlights the growing affinity among Southeast Asian consumers for anywhere, anytime connectivity and keeping up to date with the latest news.

Vietnam ranks sixth globally, with around 88 percent, in terms of desire for ‘always-on’ connectivity.

“There is no doubt television still reigns supreme when it comes to consuming video content, but there is evidence of a spike in video consumption via connected devices such as computers, tablets and mobile devices across many Southeast Asia markets, especially Vietnam,” said Sinthu Peatrarut of Nielsen.

“The demand for being connected anywhere anytime and keeping up to date with the latest news is high in this region. Therefore, flexible access to the content across platforms will provide viewers with broader selection to choose from and more opportunities to engage with the content,” he said.

The report is based on a survey of 30,000 online respondents in 60 countries.